Partnership for a Drug-Free Canada breaks national campaign
The Partnership for a Drug-Free Canada has begun a new national campaign intended to raise awareness of the risks of drug-impaired driving. Developed by Banfield of Ottawa, the campaign encourages parents to speak with their teenaged children about the issue. It makes use of television, radio, online and print advertising. The creative depicts parents and children not speaking about drugs and driving. The executions conclude with the copy, "What are you saying if you don’t say anything?" The campaign also includes a collection of online information at <http://www.canadadrugfree.org>.
"The decision to target parents in our campaigns is based upon our research insight which indicates that when made aware of an issue, parents pass on their concerns to their kids," said Marc Paris, executive director of the organization.